Ann Summers picks size 16 ‘real woman’ as face of brand

Ann Summers is to launch a Valentine’s Day marketing campaign starring a size 16 woman who won a competition to be the face of the brand.


The lingerie retailer invited women to enter a competition to find the new face of its brand campaign and launched its first ever TV ad starring 10 finalists.

The winner was chosen through an online vote on Facebook.

Lucy Moore will now star in the retailer’s Valentine’s marketing campaign, after getting 22% of the 30,000 votes.

She will feature in Ann Summers’ in-store campaign from 19 January and on the cover of the retailer’s catalogue and digital channels.

The campaign is the first time Ann Summers has featured a “real woman” in its marketing, and it follows the brand’s refresh last year and a raft of marketing initiatives designed to revive the brand.

Ann Summers is also working on a partnership with Shop Direct Group which owns Littlewoods and, and charity Relate to carry out the UK’s first “sex census”.

Read a Q&A with the Ann Summers marketing director here

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here